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Email Marketing

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  • 1. Email Marketing Strategy
    The HAM recipes...
  • 2. All Ham & No Spam
    Email marketing tips and strategies for small businesses.
    100%
  • 3. Agenda
    • SPAM
    • 4. HAM
    • 5. Why make HAM?
    • 6. Recipes for making HAM
    • 7. Getting HAM Delivered
    • 8. Finding HAM Lovers
  • Let’s talk about that evil…
  • 9. What is SPAM?
    Spam (spām) - unsolicited bulk commercial electronic mail message
  • 10. CAN-SPAM
    CAN-SPAM defines a "commercial electronic mail message" as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages."
  • 11. Realistically, SPAM is just EMAIL PEOPLE DON’T WANT TO RECEIVE.
  • 12. That’s why it’s all about HAM
  • 13. HelpfulActionableMessages
  • 14. Why bother making HAM?
    • Build awareness
    • 15. Build rapport
    • 16. Generate return sales
    • 17. Generate new leads and sales
  • 2008 study by the Direct Marketing Association,THE ROI FOR EMAIL MARKETING WAS $48FOR EVERY DOLLAR SPENT!
  • 18. Email marketing can make you SERIOUS MONEY.
  • 19. The funny thing about email…
    It’s almost always more cost effective to marketing to current prospects and clients than to keep on trying to find new clients.
  • 20. Types of HAM
  • 21. Newsletters
  • 22. Special Offers/Sales
  • 23. Webinars
  • 24. Free Information
  • 25. Educational
  • 26. Events
  • 27. Autoresponders
  • 28. Email marketing isn’t a one time email…it’s a SERIES OF MEANINGFUL COMMUNICATIONS
  • 29. Action Item:Create a list of the marketing emails you currently send out and a list of marketing emails you know you should send out.
  • 30. HAM Recipes
  • 31. Keep it helpful using TARGETED MAILING LISTS
  • 32. Segment by:Product lineSales process milestonesCustomer typesBusiness verticalRepeat vs. one-time customers
  • 33. Action Item:Create a list of the various segments you’d want to send targeted marketing messages to.
  • 34. MAKE YOUR EMAIL MESSAGES ACTIONABLE
  • 35. If there is no action in your marketing email, is it really worth sending?No.
  • 36. Email Actions:Special offersEvaluation/assessmentsWebinarsDownloadsCheck out our…
  • 37. Action Item:Create a list of offers, events, etc. that you use to get your clients and prospects to interact with you.
  • 38. HAM Tips
  • 39. Subject Line Tips
  • 40. Identify yourself!
  • 41. Entice
  • 42. Include your offer in the subject line
  • 43. Spend some time on it!
  • 44. “FROM”Address Tips
  • 45. Use a “from” that’s recognizable to your recipients.
  • 46. Body Content Tips
  • 47. Image Tips
  • 48. Not everyone will see your images. Make sure the message makes sense without them!
  • 49. Always use “alt” tags to describe the images
  • 50. Prepare for the PREVIEW PANE Most important information should be at the top.
  • 51. When someone is opting into your emails, give them the option of having HTML or text only emails.
  • 52. Every email you send should give recipients the option to UNSUBSCRIBE
  • 53. Process Your UnsubscribesIMMEDIATLY
  • 54. Always TEST emailsbefore you send them out.
  • 55. Email Test Checklist:Verify subject line textCheck body content for errorsCheck HTML & non-HTML versionsCheck the overall layoutCheck all imagesCheck to make sure all links work!
  • 56. Check on multiple providers:GmailHotmailYahoo! MailOutlookApple MailAOL Mail
  • 57. Landing Pages
  • 58. If you have an offer in your email, you should have a landing page.NO HOMEPAGE LINKING
  • 59. Keep look and feel of your email templates and landing pages similar.
  • 60. HAM Delivery
  • 61. Getting emails reported as SPAM is a common way to get your emails blocked.
  • 62. Ask yourself this question:Is this HAM or SPAM?
  • 63. Target, Target, Target
  • 64. Double opt-in increases your deliverability (not to mention the quality of your list.)
  • 65. Email Deliverability DON’TS
  • 66. Excessive punctuation!!!!!!
  • 67. Mispeld Words
  • 68. W#rds $pelledW!th $pec!alCh@r@cter$
  • 69. Too many images vs. text
  • 70. EXCESSIVEUSEOFCOLOREDFONTSANDBACKGROUNDS
  • 71. ExcessivelyLARGEorsmallFonts
  • 72. Use an embedded style sheet, not font tags, where possible.
  • 73. STOPWords
  • 74. AdultGamblingContest relatedMedicalWeight lossFinancialDating
    Look
    out for
    words with
    more than
    one meaning!
  • 75. Finding HAM Lovers
  • 76. Provide sign ups for special offers, newsletters, etc. in your communications and on your website.
  • 77. Make it easy for users to share your communications and your website.
  • 78. Add opt-ins to your sign-up/purchasing process.
  • 79. Give away useful content & collect contact info in the sign up process.
  • 80. Run a contest.
  • 81. Find cross-marketingopportunities.
  • 82. Build awareness for your email communications through SOCIAL MEDIA.
  • 83. Do a webinar!
  • 84. Offline Engagement
  • 85. Marketing to a good list is cheaper than marketing to get new prospects
  • 86. That’s it!
    Hope you enjoy the recipes...

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